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How To Produce Successful Advertising PDF

209 Pages·2002·1.01 MB·English
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Marketing in Action Series Series editor: Daniel Yadin Lively, yet ‘easy to read’, each book in this series is a clear, concise, action-oriented and up-to-date summary of a specific marketing topic. Each book avoids jargon and provides busy marketers with valuable, practical step-by-step guidance. Ideal for marketers in organizations of any size, the books will also appeal to students studying for formal qualifications in marketing (CAM, CIM). Titles available are: Branding (2nd edition) Business Market Research Creative Marketing Communications (2nd edition) Customer Relationship Marketing (2nd edition) Direct Marketing The Effective Use of Sponsorship Getting the Best from Agencies and Other Outside Services A Guide to Web Marketing Introduction to International Marketing Introduction to Marketing Marketing a Service for Profit A Practical Guide to Integrated Marketing Communications (revised edition) Strategic Marketing, Planning and Evaluation Successful Product Management (2nd edition) Value for Money Marketing Daniel Yadin is a consultant in marketing communications. A writer and author, and former Course Director at the Chartered Institute of Marketing, he lectures widely at educational and training organizations in Britain and overseas. He is co-author of books on public relations and advertising, and author of Creative Marketing Communications in this series. Kogan Page Ltd 120 Pentonville Road London N1 9JN www.kogan-page.co.uk Third Edition To J, M and E The masculine pronoun has been used throughout this book. This stems from a desire to avoid ugly and cumbersome language, and no discrimi- nation, prejudice or bias is intended. First published in 1994 Second edition 1998 Third edition 2002 Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act, 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms of licences issued by the Copyright Licensing Agency. Enquiries concerning reproduction outside those terms should be sent to the publishers at the undermentioned addresses: Kogan Page Limited Kogan Page US 120 Pentonville Road 22 Broad Street London N1 9JN Milford CT 06460 UK USA © A D Farbey, 1994, 1998, 2002 British Library Cataloguing in Publication Data A CIP record for this book is available from the British Library. ISBN 0 7494 3634 4 Typeset by Jean Cussons Typesetting, Diss, Norfolk Printed and bound in Great Britain by Clays Ltd, St Ives plc Contents Introduction 1 Chapter 1 What Advertising Can Do and How it 3 Operates Why advertising? 3 Its place in the marketing mix 4 What advertising can do 7 What advertising can’t do 9 Categories of advertising 10 How advertising works 11 The parties to advertising 11 The media partners 12 Chapter 2 Setting Objectives and Developing a Strategy 14 Always set an objective 14 Marketing versus communications 16 Timescale 18 Types of objective 18 The brief 20 The next step – a strategy 20 A strategy kit 22 Chapter 3 How to Select your Target 25 Get the target right 25 Who is the target? 26 vi ■ Contents Audience definition 28 Intensity and weighting 33 Sub-markets 34 The business-to-business target 36 The corporate audience 37 Chapter 4 How to Select Media 40 The task 40 The range of options 41 The media brief 43 The media categories and their characteristics 46 The factors to consider 59 Information to use 62 How to select 63 Chapter 5 How to Buy Media Space 68 Who does the buying? 68 Deciding on a schedule 70 Negotiating space 72 Price negotiation 72 The purchase 74 Refining the schedule 75 Monitoring 76 Evaluation 76 Invoicing 78 Media relations 79 Chapter 6 Developing the Advertising Message 81 It is the message that counts 81 The process 82 Who does what? 84 Briefing the creative work 86 The general strategy 86 The central concept 88 The offer 91 Talking about a difference 92 The finished advertisement 94 Chapter 7 Practical Advertisement Production 97 How to produce an advertisement 97 Contents ■ vii Press production 101 Poster production 104 Print and literature production 105 TV production 105 Radio production 108 Cost control 108 Timing 109 Quality control 111 Chapter 8 Online Advertising 114 Electronic media and online advertising 114 The range of electronic communication 116 How the Web works 118 Types of electronic activity 120 Online advertising opportunities and 122 limitations Categories of online advertising 125 Advertising on the Web 127 Creating the advertisement 130 Summary 133 Chapter 9 The Budget and the Plan 135 The financial imperative 135 Forming a budget 136 A total budget 140 Controlling the budget 142 How to obtain value 145 Planning the timing 147 Combined communications 148 Chapter 10 Evaluating the Effect 150 Trying to find out 150 What to find out 150 What sources are there for information? 152 To research or not to research 154 What research? 156 Who does the research? 158 Using sales data 159 Direct response information 159 Intermediaries and branches 160 viii ■ Contents Keep it in the bank 162 Media evaluation 162 Evaluating creative performance 163 Chapter 11 Recruitment Advertising 165 The general need 165 Who carries it out? 166 When to advertise 167 When not to advertise 170 The scale of activity 171 Selecting recruitment media 172 The media plan 175 The elements of the message 176 Using an agency 177 Chapter 12 Selecting Suppliers and Agencies 180 The suppliers needed 180 When to contract – and subcontract 183 What to pay 188 When to pay 190 Type of supplier 190 How to select 192 Further Reading 195 Index 196 Introduction Many organisations now use advertising, for a wide variety of purposes. It has become a necessary tool of activity, and an increasing number of people are involved in either producing or commissioning advertising programmes. Large amounts of money are often spent. It is clearly important to gain an effective result. This is achieved through efficient organisation of the advertising effort, the development of a practical action plan, and sensible control of how the money is spent. Success will come about with professionalism and practical expertise. This book is aimed at those who will use advertising and who require insight into the day-to-day practice of producing adver- tisements and planning them skilfully. It does not dwell on the overlying theory. It sets out to provide a helpful working tool for new practitioners or those considering how best to begin on the road towards a successful advertising programme. The essence of this book is practicality – which is the essence, too, of advertising itself. It should also be said that, although the growth of electronic and ‘new media’ has been pronounced and highly newsworthy, the basic philosophy and approach of advertising continues – to communicate to the right audiences in the right place at the right time with the right message. For an understanding of what is meant by ‘right’, read on.

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